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EMAC 2024 Annual


Always the best for consumers? - The effect of comparative advertising on the activation of a maximizing mindset
(A2024-119641)

Published: May 28, 2024

AUTHORS

Timo Kienzler, Pforzheim University

ABSTRACT

Maximizing tendencies are the inclination to strive for the best and not settling for good-enough options. According to prior research such a maximizing mindset can be activated through competitive advertising. However, activation of a maximizing mindset through advertising stimuli has never been tested before. In two studies we investigate the activation of a maximizing mindset through advertising stimuli with declarative, comparative and superlative messages. Following prior research comparative and superlative messages should lead to the activation of a maximizing mindset. Our results show that comparative and superlative advertising did not activate a maximizing mindset. However, advertising with comparative and superlative messages was perceived as less credible than advertising with declarative messages. Theoretical and managerial implications are discussed.